Str 581 Week 5

Implementation, Strategic Controls and Contingency Plans

JetBlue Airways Corporation

STR/581

Implementation, Strategic Controls and Contingency Plans

JetBlue was founded by David Neelham in February of 1999, and his goal was to make JetBlue a customer’s best experience in flying. His strategic team has to implement a strategy plan that will include strategic controls and, a contingency plan that would keep them competitive in the airline industry and maintain a competitive advantage. JetBlue’s strategic management team had an objective in mind to make the company profitable and be the best in their market. JetBlue has to create successful marketing strategy this will help them successfully and effectively implement their plan.

Implementation Plan

Short and long term objectives

* JetBlue’s primary objective is to increase their profitability by $100 million in the next 3 years.

* Aim to increase market share and increase returns for our shareholders within the next year.

* Strengthen our balance sheet and prudently investing in infrastructure and product enhancements to enable us to reap future benefits next year.

* To improve its brand image in the next 2 years.

Short term objectives are measurable outcomes that will be accomplished or planned to be achieved in one year or less (Pearce & Robinson, 2013). They are specific, usually quantitative, results the operation managers plan to achieve in the immediate future (Pearce & Robinson, 2013). Long-term objectives are Long-term objectives are goals that an organization plans to achieve in a multiyear period. These objectives focus on a company’s profitability, competitive position, return on investment, technological leadership, employee relations, productivity, employee development and public responsibility.

Functional tactics

According to Pearce and Robinson (2013), functional tactics are detailed statements of the “means” or activities that will be used by a company to...